The first part of this course aims to explore traditional forms of marketing and the new modalities recently emerged thanks to the introduction of the Internet. The second part will be devoted to the analysis of the potentialities technology offers to marketing, and the impact of technology on the creation of integrated marketing plans. Various problems small and medium-sized businesses encounter will be analysed, together with business case studies that show which strategies have proved successful in today’s marketing world, made of virtual and real channels, of communication plans that blend old and new media.

The following topics will be analysed:

-basic principles of enterprise communication

-traditional strategies of enterprise communication

-market segmentation

-online brand positioning

-policies and procedures of Internet marketing

-designing a website and managing its contents

-managing online prices

-managing online channels and the e-commerce

-online communication

-CRM

-how small and medium-sized businesses can use the web

-analysis models of website use by small and medium-sized businesses 

- Knowledge and understanding: students will gain knowledge of how to manage all aspects of institutional and non-institutional communication, from strategic choices to the operational phase and results evaluation. 

In particular, he/she will learn and be able to understand the needs of companies (especially small and medium-sized enterprises) in terms of web communication and to propose appropriate solutions to improve their strategy.

- Applying knowledge and understanding: students will acquire the methodological tools and necessary skills to develop web projects and to effectively define their implementation in different business contexts. They will be able to appropriately apply this acquired knowledge to analyse, understand and solve specific situations and problems of corporate communication and policy management. 

These objectives will be pursued through testimonials from entrepreneurs and professionals, analysis and discussion of business cases, and group work.

- Making judgments: students will have the ability to develop, independently, methods of business evaluation and to make flexible connections between the kinds of knowledge acquired. 

This will be achieved through testimonials, analysis and discussion of business cases, in-depth group work and seminars, and the production of short reports.

- Communication skills: learners will be able to clearly comunicate their acquired skills and autonomously identified solutions through specific languages appropriate to the scope of development of the course topics.
This will be achieved through simulated business presentations and oral exposition of group work and papers.

- Learning skills: students are expected to develop good learning skills, which will enable them to deepen the knowledge acquired during the course also in subsequent learning paths (e.g., master’s degree) or in future placement paths within companies or other organizations.
This will be achieved through lectures, testimonials, analysis and discussion of business cases, in-depth group work and seminars, and production of papers.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

The course will include in-depth seminars with experts in the field that will allow for in-depth study of specific topics covered during the lectures.

Teaching

Lectures, classwork, case studies discussions, group discussions, papers

Innovative teaching methods

The course will include in-depth seminars with experts in the field that will allow for in-depth study of specific topics covered during the lectures.

Course books

Slides and materials provided by the instructor

Marco Cioppi (2011): PMI e nuove tecnologie della comunicazione: applicazioni gestionali ed implicazioni strategiche, Franco Angeli, Milano

Assessment

The expected learning outcomes will be evaluated through a written test (open and closed questions). The time available to answer the questions is 1 hour.

The evaluation criteria are the following: the level of mastery of knowledge, the degree of completeness of the answer, as well as its contextualization within the general program of the course, and the degree of explanatory adequacy. Notably, each of these criteria will be evaluated and based on a scale of assessments. Within this scale, particular weight will be assigned to the level of mastery of knowledge, and the degree of adequacy, completeness, and articulation of the answers. This adopted method is justified by the need to understand the level of learning of both the theoretical basis and reasoning skills of students.

In particular, the attending students must demonstrate to have acquired full knowledge of the concepts (corresponding to 50% of the overall assessment), to have achieved an adequate degree of completeness and articulation of the answers (corresponding to 30% of the overall assessment), to be able to elaborate and provide proper answers by applying the concepts acquired during the analysis and the critical evaluation of case studies and workgroups (corresponding to 20% of the overall assessment).

The vote is expressed in thirtieths.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Course books

To provide the opportunity for non-attending students to balance out their individual study with the content of the lessons and gain a full understanding of the course, the programme includes following supplementary materials

Slides and materials provided by the instructor

Marco Cioppi (2011): PMI e nuove tecnologie della comunicazione: applicazioni gestionali ed implicazioni strategiche, Franco Angeli, Milano.

Marketing Non Convenzionale: Virale, guerrilla, tribale ed i 10 punti del Marketing Postmoderno - di Cova, Giordano, Pallera - edizioni IlSole24Ore

Assessment

The expected learning outcomes will be evaluated through a written test (open and closed questions). The time available to answer the questions is 1 hour.

The evaluation criteria are the following: the level of mastery of knowledge, the degree of completeness of the answer, as well as its contextualization within the general program of the course, and the degree of explanatory adequacy. Notably, each of these criteria will be evaluated and based on a scale of assessments. Within this scale, particular weight will be assigned to the level of mastery of knowledge, and the degree of adequacy, completeness, and articulation of the answers. This adopted method is justified by the need to understand the level of learning of both the theoretical basis and reasoning skills of students.

In particular, the attending students must demonstrate to have acquired full knowledge of the concepts (corresponding to 50% of the overall assessment), to have achieved an adequate degree of completeness and articulation of the answers (corresponding to 30% of the overall assessment), to be able to elaborate and provide proper answers by applying the concepts acquired during the analysis and the critical evaluation of case studies and workgroups (corresponding to 20% of the overall assessment).

The vote is expressed in thirtieths.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.